How Digital Marketing is changing HR Departments and the Recruitment Industry

Didn’t think digital marketing and HR had much in common? Think again. With the growth in popularity of social media and digital influencing channels, HR departments are starting to dip their fingers in across the waters, slowly creating an extensive opportunity in the search for new and better-fit potential employees. Learn how digital marketing has changed the evolution of HR departments and the recruitment industry.

Chances are, if you’re in your company’s marketing department the only discussions you have with human resources are when you have to fill out a vacation form or to let them know that you somehow forgot your email password. However contrary to popular belief, digital marketing and human resources have a lot more in common than you may think. In today’s digital driven online world, we are beginning to notice that each of these business functions complement each other rather nicely. You may be thinking to yourself;

“But how?”

Let’s explore some ways in which digital marketing and human resource recruitment are two peas in a pod.

Social Media for the Win

According to Job Cast, “14.4 million Chances are, if you’re in your company’s marketing department the only discussions you have with human resources are when you have to fill out a vacation form or to let them know that you somehow forgot your email password. However contrary to popular belief, digital marketing and human resources have a lot more in common than you may think. In today’s digital driven online world, we are beginning to notice that each of these business functions complement each other rather nicely. You may be thinking to yourself;

“But how?”

Companies can have workers share job openings on their profiles where friends of those workers can discover job opportunities, creating a bigger pool of talent.

The most used platform for this use is undoubtedly LinkedIn. Here are a few statistics that help prove just how significant of a talent acquirer the largest professional network can be:

“New employees sourced through LinkedIn are 40% less likely to leave the company within the first 6 months.”

“LinkedIn influenced hires are 2x more likely to be high demand and above average hires.”

“Top recruiters are 60% more engaged with LinkedIn recruiting tools (vs. average recruiters).”

LinkedIn in its own right performs as an exceptional marketing medium that recruiters can use to their advantage. From a financial firm to a digital marketing agency, the platform

allows companies of any industry to boast their work portfolios or case histories. These serve as great eye catchers for potential prospects and can represent how well one business compares to its competitors. There’s a good amount of flexibility LinkedIn offers its users, giving endless opportunities. The most used platform for this use is undoubtedly LinkedIn. Here are a few statistics that help prove just how significant of a talent acquirer the largest professional network can be:

“New employees sourced through LinkedIn are 40% less likely to leave the company within the first 6 months.”

“LinkedIn influenced hires are 2x more likely to be high demand and above average hires.”

“Top recruiters are 60% more engaged with LinkedIn recruiting tools (vs. average recruiters).”

LinkedIn in its own right performs as an exceptional marketing medium that recruiters can use to their advantage. From a financial firm to a digital marketing agency, the platform opportunities for marketers to leverage in the recruitment process.

Web Presence is Everything!

There’s no way around it, recruiting new employees is now partially centered on how well a business can advertise its own brand. With the internet in the palm of every job seeker’s hands, he or she can research how well a corporation’s climate, job structure, employee collaboration, leadership, etc. fits within their own personal preferences. In order for a job search to be successful, businesses need to be in tiptop shape on the web.

Allocating resources to improve your business’s web presence can be crucial in attracting the best job applicants possible. Plans like remodeling your business’s home page, upgrading your website’s SEO and content, and reformatting company bios and award histories, can all be extremely beneficial in defining a lasting impression. As explained in this blog post from a leading digital marketing agency, “A web page is often the first impression people have of your brand or business. Make sure it’s one that will resonate deeply with them.” The impact web design can have on job recruitment is enormous. Make sure you’re executing it right!

Artificial Intelligence is Here to Stay

Yes, you heard it right. Artificial Intelligence is beginning to slowly creep into the roles of job recruiters. According to Fast Company in regards to companies incorporating AI into their hiring practices, “They’re using machines to scan work samples, parse social media posts, and analyze facial expressions on behalf of HR managers.” A large sector of the new era of digital marketing, new machine algorithms can aid businesses in finding the right (and wrong), people for open corporate positions. Jobs that require specific skill sets usually unidentifiable through human interactions are now more effectively being positioned.

But how does digital marketing fit into this? Simple. It helps streamline the large amount of data sets, which in this case are job applicants, to assist with the recruitment marketing process. With a more consolidated source of factual potential employee information, marketers can develop better strategies to meet their hiring business goals. Points such as:

Which industry sector do we target the most?

How do we structure the application?

Where do we advertise? Job boards? Agencies?

All of these can be answered through accumulated artificial intelligence data.

The Wrap-up

How Digital Marketing is changing HR Departments and the Recruitment Industry

New employees are the future of any business’ success. Finding the right employees can be a challenge for HR departments, and finding the right business to work for can be an equally daunting process for working individuals.

Whether gathering data from digital analytics or viewing and contacting potential employee through social profiles, HR and digital marketing have a lot more in common than you may think. By leveraging digital marketing tools, HR departments can vastly improve their recruitment strategies through an evolved process.

Kristina is working for Aumcore as a creative content writer. She is practiced in marketing, and passionate about creating relationships and experiences between brands and consumers through storytelling and creative media.

Tresha D. Moreland, MBA, MS, FACHE, SPHR, SSBBP, founder of HR C-Suite, is an HR thought leader in Human Resource Strategic Management. She has held key human resource leadership roles for over 20 years in multiple industries most recently a senior vice president in the healthcare industry.
Tresha is the founder and publisher of HR C-Suite (www.hrcsuite.com). HR C-Suite is a game changer results-based HR strategy website. It is a first-of-it's-kind site that organizes HR strategy based on desired business result.
She has developed a business philosophy of integrating human resources with business strategy, thus creating a hybrid HR leadership approach. This approach enables the leveraging human resources to achieve business results.